International Motors Group
OTHER CONTRIBUTING COMPANIES
Brilliant Media – Media Agency
MCBD – Advertising Agency
WHAT IS WONDERFUL ABOUT THIS WORK?
We created a multimedia campaign inviting “petrolheads” to test-drive, combining compelling stats with striking imagery and a personal invitation to discover the all-new Subaru Impreza.
To dramatise the performance credentials of the new Impreza range. To generate leads and sales.
STRATEGY AND TARGETING
As a niche brand, Subaru features on fewer car-buyer's lists than most. Impreza drivers belong to the “petrolhead” family, doing their research and enjoying comparing performance stats. They choose an Impreza for its world-class performance and engineering and because it's not the predictable choice. They love the fact that the Impreza boasts performance to beat Audi and BMW and even rival Porsche (it costs less too). We needed to find more petrolheads, dramatise the statistics and invite them to put these credentials to the test with a test drive. We created a layered response campaign, ultimately driving people through to a dealership. Online advertising ran on motoring and lifestyle sites, capturing prospects on their research journey, with a microsite encouraging visitors to explore and engage with the new Impreza range, request more information and book a test drive. Email activity provided a cost-effective means to target previous enquirers. At a local level, DM targeted prospects within dealer catchments. We launched the new Impreza as “Britain's latest power station”. The microsite was set up as a virtual power station, providing a dramatic backdrop against which to explore the Impreza, play interactive games and watch videos of the car in action (on the road and on the World Rally Circuit). DM recipients were sent a personalised visitor pack with a pass and holder, an invitation to test drive and the opportunity to win an exclusive Impreza track day.